By Guest Author
Online copywriting is very different to print copywriting. Your readers are less attentive, and these days they’re reading your content on smaller and smaller devices. Here are 7 ways to make your online copy work harder…
1) Keep it short and sweet
There are 2 key points which should guide your online copywriting:
- people read slower online, up to 25% in fact
- readers are looking for information quickly
So while your readers are looking for fast, reliable information, they also comprehend at a much lower level. That means your writing need to be succinct and the language needs to be simple and free of jargon.
2) Tell your reader the most important thing first
Online copywriters need to use front-loading – a term that describes giving crucial information as early as possible. Whether that means at the start of a paragraph, sentence or bullet point.
It’s a technique that allows your reader to get the gist of your message without reading the whole sentence. That’s very important if your readership isn’t very attentive.
3) Let you reader know where to go fast
Calls-to-action are the links and buttons that get your reader around your site. It’s crucial to make these clear and very descriptive – let your reader know where they’re going after they’ve clicked. So instead of ‘Click here’, write links that describe the page you’re sending your reader to.
Buttons and links should be easy for your reader to find. If you tell your reader to go to another page, but the link there is somewhere else on the page, that’s confusing for them and you can lose their attention.
4) Use subheadings and lists
Breaking up large chunks of texts is one of the core principals of online copywriting. Unscannable pieces of text that run all the way down the screen are hard for users to read.
Using subheadings lets your reader find the section most relevant to their needs. Plus, bullet points let you display instructions, processes or lists as more digestible bits of copy.
5) Proofread your content
Typos in online copywriting still have the power to annoy your readers. Online typos can be easily fixed, so it’s a sure sign that your website is neglected and rarely checked.
According to a report by digital copywriting agency Sticky Content, bad proofreading remains one of the biggest pet hates for users.
A good proofreading process means that more than 1 person will check the work. Ideally, the writer and 2 proof-readers should check the content before it’s sent out. You should occasionally return to check published work too – facts or references may have become dated since they were written.
JonJon Yeung loves to blog about search marketing, exploring certain subjects in depth and preaching the importance of quality content. He regularly updates himself with the current trends, follow for more adventures.
Tom Treanor is the founder of the Right Mix Marketing blog. He’s the author of the Search Engine Boot Camp, the co-author of Online Business Productivity, and regularly speaks at industry and corporate events. His writing has been featured on the Content Marketing Institute, Social Media Examiner, Copyblogger and other leading industry blogs.